Rebranding Signpost to rebuild trust with small business owners, from logo to language to user experience.
As Creative Director, I led the full rebrand of Signpost, a CRM and marketing automation platform for small businesses. The previous brand felt dated, impersonal, and failed to connect with the day-to-day realities of Signpost’s core users: busy business owners who needed clarity, not complexity. I oversaw the creative strategy and execution across identity, messaging, website UX, and visual design. The result was a more honest, human, and helpful brand system that reintroduced Signpost as a modern, approachable partner.
The Challenge
Signpost’s legacy brand was out of sync with its product evolution and user base. The visual identity lacked warmth, the messaging was overly technical, and the website experience failed to clearly communicate value or build trust. Small business owners Signpost’s primary audience needed to immediately understand what the platform does and how it helps.
The Approach
We started with a full creative audit of the brand, website, and messaging. From there, I built a new brand strategy that emphasized clarity, confidence, and customer empowerment. I led the design of a new logo, visual identity system, and voice/tone guidelines. These came to life through a modernized, modular website built for flexibility and storytelling simplifying the product narrative while elevating the overall brand perception.
Website UX + UI | Simplified homepage structure to highlight the platform’s key benefits in plain language.
On-site Brand Experience | Branded assets designed to elevate the in-person experience through booth design, signage, and interactive touchpoints.
